UK lingerie brand coming to the UAE

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UK lingerie brand coming to the UAE

UK’s fastest growing lingerie brand coming soon to the UAE

Dubai, UAE: Launched in April 2011, Boux Avenue has made beautiful lingerie accessible to every woman in the UK and is now set to do the same around the world. Boux Avenue has developed a strong foundation in the UK where it has twenty one successful stores.  The brand will continue with its success where it will open four stores within the Middle East this summer.

Owned by successful businessman and longtime BBC Dragons’ Den star Theo Paphitis, Boux Avenue has been designed with a woman’s mood in mind. The new spring/summer 2014 collection embraces the season with a selection of on-trend bikinis and kaftans as well as gorgeous lingerie and nightwear. The brand, aimed at lingerie lovers looking for quality beautiful underwear at affordable prices, prides itself on superior fit, outstanding customer service and an inclusive size range, which sets the brandapart from other lingerie retailers.


Exceptional customer service is paramount at Boux Avenue. In store, women are offered a free concierge service with complimentary expert bra fittings that make shopping a pleasurable and personal experience.  To complete the ultimate lingerie shopping package, Boux Avenue also offers a free gift-wrap service with every purchase.

Our Boux Avenue stores are beautifully designed with a contemporary stylish feel in chic monochrome; lingerie is cleverly displayed in drawers according to size, and three different light settings in the fitting rooms that emulate day, dusk and night are key features that make the Boux Avenue in store experience truly unique.


The brand will be launched by the award winning UAE based retailer, Al Ghurair Retail. Speaking about the occasion, Mr. Keith Flanagan, General Manager of Al Ghurair Retail said “We are pleased to announce the entry of Boux Avenue, one of the UK’s leading lingerie brands, to the UAE market. The brand is set to open its first store during Ramadan, and will be expanding in the UAE market this summer, where it will open an additional three stores. We are very positive that the brand will be loved and adored by women in the UAE and they will find many reasons to keep visiting Boux Avenue stores time and time again.”

He further added, “Boux Avenue is a stylish and innovative lingerie brand which focuses on offering a personalised shopping experience, making it an irresistible shopping haven for lingerie, nightwear and swimwear which means it is perfectly matched for the UAE customer.”



About Boux Avenue

Boux Avenue is a stylish, innovative lingerie brand that is an irresistible shopping haven for lingerie, nightwear, swimwear, and accessories. Conceived and developed by highly-regarded, proven entrepreneurial businessman, and star of UK Dragons Den, Theo Paphitis in 2011.

The brand – aimed at targeting lingerie lovers who seek quality, beautiful underwear at affordable prices – prides itself on superior fit, outstanding customer service and an extended size range offering, setting the brand apart from other lingerie retailers.

Boux Avenue has made beautiful lingerie accessible to every woman. From everyday bras to seductive chemises, playful teddies to frilly knickers, nightwear to bridal wear and swimwear, it is the perfect destination to give your lingerie drawer a new lease of life.

Exceptional customer service is paramount. Inside the store, women are offered a complimentary expert bra fitting advice that makes shopping a pleasurable and personal experience. It’s all in the detail at Boux Avenue, with each purchase being beautifully gift-wrapped.


About Al Ghurair Retail:

Al Ghurair Retail is part of one of the largest and most successful diversified conglomerates in the region Al Ghurair Investments, which has a global footprint of business operations that spans over 20 countries. Al Ghurair Retail was founded in 1999 and commenced operations with its first brands in 2000. Today, the Al Ghurair Retail portfolio includes world class international brands Springfield, Triumph THEFACESHOP, Boux Avenue, Morgan De Toi and Prenatal. Al Ghurair Retail has a market presence in 3 countries consisting of UAE, Qatar, & Kuwait operating over 60 stores. It currently employs 260 people which include the headquarters. Al Ghurair Retail has focused on bringing a core offering of excellent value for money fashionable apparel and cosmetics brands, while constantly seeking out high performance retail concepts.

Al Ghurair Retail has won numerous awards for the quality of its customer service in the UAE. It has received recognition from over 1,000 shops and 200 brands in ‘The Dubai Service Excellence Awards’. This included ‘Brand of the Year’ (in 2010, 2012) in the Small Business Category, ‘Store of the Year’ (in 2008, 2009, 2012) and the “Quarterly Award for The Best Store in Dubai’ (in 2010).


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